Purchase intention of facial care product among metrosexuals men/ Muhammad Izzat Anuar

Metrosexual is synonym to those men who live in metropolitan cities and concern on their appearance. In fact, they are willing to spend a considerable amount ofmoney and efforts to boost their self-images and lifestyles. With the rapid growing male grooming market trend presents a huge opportunity to companies, the study on understanding whether metrosexual men really care oftheirfacial care product are need to be investigated. The purpose of this study is to examine the relationship and to determine the effect offactors influencing the purchase intention
of metrosexuals towards men’sfacial care products. Self-administered questionnaires were distributed to 200 of metrosexual men’s executive in Kuala Lumpur. The variables investigated are (a) price consciousness; (b) attitude; and (c) self-concept towards purchasing intention of men’s facial care product. The results indicate that the attitude wasfound to be significant with strong correlation andpositive relationship with the purchase intention scale. Other than that, the relationship between price consciousness, attitude and self-concept of respondents wasfound to be contingent on purchase intention. Based on the findings, implications for companies are discussed and further research is suggested.